HARD MTN DEW only further cements Boston Beer’s view that non-beer products are its future. Distribution networks will be increasingly critical to the success of such products: Just as lines are blurring between alcohol categories, they’re also blurring in terms of which wholesalers deliver and sell those products. Those segments have been in flux for some time: As traditional soda and juice sales have declined, soft drink companies have diversified their businesses with sparkling water, energy drinks, and sport drink offerings-and, recently, alcohol.Įnergy drink company Bang launched its Bang Mixx hard seltzers early this year, and Monster Energy has long been rumored to have an alcoholic extension in the works. This deal signals several major developments in the alcoholic beverage industry-namely, that that market is increasingly connected with soft drinks, energy drinks, and other traditionally non-alcoholic products. The line will launch with four flavors (Original, Black Cherry, Watermelon, and a fourth to be named soon) and three packaging sizes: single-serve, 24oz cans and six-packs and 12-packs of 12oz cans. HARD MTN DEW will be manufactured by Boston Beer, which also produces FMBs including Truly Hard Seltzer and Twisted Tea, but will be distributed by a new business entity within Pepsi.
10, Boston Beer Company announced a partnership with PepsiCo to launch a 5% ABV, non-caffeinated flavored malt beverage (FMB) version of Mountain Dew soda called HARD MTN DEW, set to debut in early 2022. Big plays, smart moves, and otherwise curious indicators of beer's possible future. From Barons to Barrels with Captain Pabst.Message in a Bottle with Brewery Ommegang.Beer is Labor with East Brother Beer Co.Let Go or Get Dragged by Jerard Fagerberg.
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